| 消费者的归因对价格公平感和购买意愿的影响 |
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| 引用本文： | 张光曦,钟建安.消费者的归因对价格公平感和购买意愿的影响[J].应用心理学,2013(4):299-308. |
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| 作者姓名： | 张光曦 钟建安 |
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| 作者单位： | [1]浙江工业大学经贸管理学院,浙江工业大学全球浙商信息中心,杭州310023 [2]浙江大学心理与行为科学系,杭州310028 |
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| 基金项目： | 国家自然科学基金（71372180;71072163）;浙江省自然科学基金（LYl3G020020）;教育部人文社会科学研究项目（1lY,]C630220）;浙江省社科规划“之江青年课题”. |
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| 摘 要： | 采用实验情景模拟的方法，通过2X5的被试间设计，以712名被试作为研究对象，检验了在不同原因和不同商品涨价情景下消费者的价格公平感和购买意愿。在不提供涨价原因的情景下，被试的反应比较温和。根据归因理论，从控制点和可控性的维度区分了四种研究情景。结果发现，控制点和可控性之间的交互作用显著，控制点和商品种类的交互作用显著，消费者的消极情绪和对组织的评价在公平感与购买意愿之间具有部分中介效应。
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| 关 键 词： | 价格公平感 归因理论双权利理论 |
The Impact of Attribution on the Perception of Price Fairness and Willingness to Buy |
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| Institution: | ZHANG Guang - xi, ZHONG Jian - an ( 1. Zhejiang University of Technology, Global Information Center of Zhejiang College of Economics and Management Business, Hangzhou 310023, China; Department of Psychology and Behavioral Science, Zhejiang University, Hangzhou 310028, China) |
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| Abstract: | This study applies the scenario-simulated method and adopts a 2 ~ 5 two factors subjects between sub- jects design. Based on a sample of 712 subjects, the researcher tested the main effect of different causali- ties and product categories on perception of price fairness and willingness to buy. When sellers in- crease price without providing reasons, subjects＇ re- actions are mild. According to the attribution theo- ry, the researcher distinguishes four additional re- search scenarios based on locus of control and con- trollability. The results reveal that the interactioneffect between locus of cause and controllability is significant in terms of perception of price fairness, firm evaluation, and willingness to purchase. The interaction effect between types of commodities and locus of cause is also significant. Negative emotion and firm evaluation practically mediate tbe relation- ship between perception of price fairness and willing- ness to purchase. |
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| Keywords: | perception of price fairness attri-bution theory dual entitlement theory |
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